THE INFLUENCE OF DIGITAL MARKETING, OPEN HOUSE STRATEGY, AND THE AVAILABILITY OF HOUSING FACILITIES ON HOME PURCHASE DECISIONS AMONG EARLY MILLENNIALS IN SEMARANG
Abstract
This study aims to analyze the influence of digital marketing, open house strategy, and the availability of housing facilities on home purchase decisions among early millennials in Semarang City. A total of 207 respondents were selected using purposive sampling. Data were collected through an online Likert-scale questionnaire and analyzed using SPSS version 2022. The analytical methods included validity and reliability tests, multiple linear regression, as well as determination test, t-test and F-test. The findings show that all three independent variables have a significant and positive effect on purchase decisions. This study provides empirical evidence that digital marketing, direct experience through open houses, and adequate housing facilities play a crucial role in stimulating purchase interest among young buyers.
Downloads
Download data is not yet available.
References
Adelia, M., Robyardi, E., Iswan, J., & Kurniawan, M. (2023). Analisis Fasilitas, Keamanan dan Kualitas Pelayanan Terhadap Keputusan Pembelian Perumahan di PT Arumi Graha Cipta Palembang. Jurnal Manajemen Dan Investasi (MANIVESTASI), 5(1), 42–55. https://doi.org/10.31851/jmanivestasi.v5i1.12962
Bernd, S. (1999). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.
Floyd, C. F., & Allen, M. T. (2002). Real estate principles. Dearborn Real Estate.
Grania, F., Setianti, Y., & Budiana, H. R. (2018). Proses Public Relations Kegiatan Open House PT. Dirgantara Indonesia Dalam Membangun Brand Awareness. PRofesi Humas, 2(2), 136–152.
Harjanto, D. (2016). Pengaruh Harga dan Lokasi Terhadap Keputusan Pembelian Rumah Pada CV. Interhouse Design. PERFORMA, 1(3), 376–381.
Ikhwan, W. K., & Ruhenda, R. (2022). Analisis Strategi Pemasaran Dalam Mempertahankan Penjualan Pada Masa Pandemi COVID-19. Branding: Jurnal Manajemen Dan Bisnis, 1(1).
Kotler, P., & Lane Keller, K. (2016). A framework for marketing management. Pearson.
Legris, P., Ingham, J., & Collerette, P. (2003). Why do people use information technology? A critical review of the technology acceptance model. Information & Management, 40(3), 191–204.
Lesmana, I. S., Bahits, A., & Adiswanse, J. (2022). Promosi Dan Fasilitas Serta Pengaruhnya Terhadap Keputusan Pembelian Pada Perumahan Persada Banten. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(1), 515–525.
Masali, N., Mahmud, M., Ardiansyah, A., Moonti, U., Yantu, I., & Sudirman, S. (2023). Pengaruh Harga Dan Fasilitas Terhadap Keputusan Pembelian Pada Perumahan Griya Dulomo Indah. Journal of Economic and Business Education, 1(2), 52–65. https://doi.org/10.37479/jebe.v1i2.18080
Maslow, A. H. (2023). Motivation And Personality: Motivation And Personality: Unlocking Your Inner Drive and Understanding Human Behavior by AH Maslow. Prabhat Prakashan.
Oktaviani, V. P., Suci, R. P., & Hermawati, A. (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian dengan Customer Trust sebagai Vaariabel Mediasi (Studi pada Konsumen Perumahan Graha Singhajaya). Journal of Innovation Research and Knowledge, 2(1), 27–38.
Omar, A. M., & Atteya, N. (2020). The Impact of Digital Marketing on Consumer Buying Decision Process in the Egyptian Market. International Journal of Business and Management, 15(7), 120. https://doi.org/10.5539/ijbm.v15n7p120
Rahma, F., & Riofita, H. (2024). ANALISIS KEPUTUSAN PEMBELIAN PRODUK PROPERTY DENGAN PENDEKATAN DIGITAL MARKETING. Jurnal Inovasi Pendidikan, 6(2).
Setyawati, R., Suhartono, S., & Asmoro, P. N. (2022). Analisis Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Konsumen Dalam Memilih Real Property Melalui Digital Marketing Sebagai Variabel Intervening Di Yogyakarta. Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen, 9(1), 68–84. https://doi.org/10.32477/jrm.v9i1.402
Sirgy, M. J. (2014). Real estate marketing: Strategy, personal selling, negotiation, management, and ethics. Routledge.
Taufik, R. F. A. N., & Febrianto, H. G. (2022). Property Product Purchase Decision Analysis With Digital Marketing and Brand Trust Approach. Digital Business Journal, 1(1), 26. https://doi.org/10.31000/digibis.v1i1.6600
Yudha, A., Galuh Palupi, D., Yasmin, A., Nurita, D., & Lestari, L. (2023). Evaluasi Efektivitas Strategi Pemasaran Open House Ray White Terhadap Penjualan Properti di Kota Semarang Assesing The Impact of Open House Marketing Tactics on Property Sales By Ray White in Semarang City. 1(4), 2023.
Bernd, S. (1999). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.
Floyd, C. F., & Allen, M. T. (2002). Real estate principles. Dearborn Real Estate.
Grania, F., Setianti, Y., & Budiana, H. R. (2018). Proses Public Relations Kegiatan Open House PT. Dirgantara Indonesia Dalam Membangun Brand Awareness. PRofesi Humas, 2(2), 136–152.
Harjanto, D. (2016). Pengaruh Harga dan Lokasi Terhadap Keputusan Pembelian Rumah Pada CV. Interhouse Design. PERFORMA, 1(3), 376–381.
Ikhwan, W. K., & Ruhenda, R. (2022). Analisis Strategi Pemasaran Dalam Mempertahankan Penjualan Pada Masa Pandemi COVID-19. Branding: Jurnal Manajemen Dan Bisnis, 1(1).
Kotler, P., & Lane Keller, K. (2016). A framework for marketing management. Pearson.
Legris, P., Ingham, J., & Collerette, P. (2003). Why do people use information technology? A critical review of the technology acceptance model. Information & Management, 40(3), 191–204.
Lesmana, I. S., Bahits, A., & Adiswanse, J. (2022). Promosi Dan Fasilitas Serta Pengaruhnya Terhadap Keputusan Pembelian Pada Perumahan Persada Banten. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(1), 515–525.
Masali, N., Mahmud, M., Ardiansyah, A., Moonti, U., Yantu, I., & Sudirman, S. (2023). Pengaruh Harga Dan Fasilitas Terhadap Keputusan Pembelian Pada Perumahan Griya Dulomo Indah. Journal of Economic and Business Education, 1(2), 52–65. https://doi.org/10.37479/jebe.v1i2.18080
Maslow, A. H. (2023). Motivation And Personality: Motivation And Personality: Unlocking Your Inner Drive and Understanding Human Behavior by AH Maslow. Prabhat Prakashan.
Oktaviani, V. P., Suci, R. P., & Hermawati, A. (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian dengan Customer Trust sebagai Vaariabel Mediasi (Studi pada Konsumen Perumahan Graha Singhajaya). Journal of Innovation Research and Knowledge, 2(1), 27–38.
Omar, A. M., & Atteya, N. (2020). The Impact of Digital Marketing on Consumer Buying Decision Process in the Egyptian Market. International Journal of Business and Management, 15(7), 120. https://doi.org/10.5539/ijbm.v15n7p120
Rahma, F., & Riofita, H. (2024). ANALISIS KEPUTUSAN PEMBELIAN PRODUK PROPERTY DENGAN PENDEKATAN DIGITAL MARKETING. Jurnal Inovasi Pendidikan, 6(2).
Setyawati, R., Suhartono, S., & Asmoro, P. N. (2022). Analisis Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Konsumen Dalam Memilih Real Property Melalui Digital Marketing Sebagai Variabel Intervening Di Yogyakarta. Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen, 9(1), 68–84. https://doi.org/10.32477/jrm.v9i1.402
Sirgy, M. J. (2014). Real estate marketing: Strategy, personal selling, negotiation, management, and ethics. Routledge.
Taufik, R. F. A. N., & Febrianto, H. G. (2022). Property Product Purchase Decision Analysis With Digital Marketing and Brand Trust Approach. Digital Business Journal, 1(1), 26. https://doi.org/10.31000/digibis.v1i1.6600
Yudha, A., Galuh Palupi, D., Yasmin, A., Nurita, D., & Lestari, L. (2023). Evaluasi Efektivitas Strategi Pemasaran Open House Ray White Terhadap Penjualan Properti di Kota Semarang Assesing The Impact of Open House Marketing Tactics on Property Sales By Ray White in Semarang City. 1(4), 2023.
Published
2026-04-27
How to Cite
Alfikri, N. D., & Sudarsi, S. (2026). THE INFLUENCE OF DIGITAL MARKETING, OPEN HOUSE STRATEGY, AND THE AVAILABILITY OF HOUSING FACILITIES ON HOME PURCHASE DECISIONS AMONG EARLY MILLENNIALS IN SEMARANG. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9(1), 10250-10261. https://doi.org/10.31538/iijse.v9i1.8280
Section
Articles
Copyright (c) 2026 Naufal Daffa Alfikri, Sri Sudarsi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
